iWorld
MX TakaTak announces Rs 100 crore creator fund
New Delhi: MX TakaTak, a popular short form video platform, has shown huge growth in terms of users, usage time and its large community of content creators amongst other metrics. It has now announced a new initiative for creators – the MX TakaTak creator fund to encourage India’s talented and innovative set of established and emerging creators to create engaging, impactful and inspiring content on the platform. The fund will deploy one billion rupees (Rs. 100 crore) for creators. In a promise to support its existing creators as well as to encourage new creators with impactful content ideas, the fund is meant to help them use their creativity to build an exciting career. The fund will support creators of all sizes and backgrounds, rewarding the passion and creativity they put into inspiring, engaging and entertaining the community on MX TakaTak.
It will be open for all Indian citizens and those creators who consistently post original videos or have unique ideas for content across various categories such as education, tech, sports, art, entertainment, fashion and makeup, travel and photography etc. Once selected in the fund, the creators will receive regular rewards for their content based on various performance criteria such as uniqueness of their content, authenticity, views, engagement, followers etc. In addition, a select few aspiring creators with story ideas that make a social impact will receive a start-up fund to support the start of their journey on MX TakaTak. The guidelines of the fund are available on https://mxtakatak.com/creator-fund.
MX Player CEO Karan Bedi said, “The MX TakaTak Creator Fund is a way to give back to millions of people who bring their ideas into videos as well as to inspire other digital enthusiasts. Millions of users upload videos daily on the MX TakaTak App. We were thrilled to see the amount of creativity and hard work that our users put into bringing their dreams alive and into a video. We hope that the creator fund will not only reward them but also inspire them to continue creating impactful content, build an inspiring digital career, and help give back to the society that we all benefit from.”
He further added saying, “The short format video ecosystem is fast evolving and we’re delighted to have emerged as the market leaders in this category. Home to 70 million monthly active users and with over 10 million unique content creators, we are the preferred platform of choice for both the users and creators; we aim to further scale this in the new year.”
Through the MX TakaTak creator fund, creators will realize additional earnings to remain committed and connected to their audience, thereby creating great quality content.
iWorld
Meta launches AI connectors for ads in open beta
Tools enable campaign creation, reporting and insights via AI platforms.
MUMBAI: If ads were once about gut feel, Meta now wants them run on autopilot with AI riding shotgun. The company has unveiled its Meta ads AI connectors in open beta, a move aimed at embedding campaign creation, management and analysis directly into the AI tools advertisers already use. The push reflects a broader shift in digital advertising: from platform-led workflows to AI-assisted, cross-tool execution.
At the heart of the rollout are Meta’s ads model context protocol (MCP) server and a command line interface (CLI), which together allow advertisers to securely link their ad accounts to AI agents. The promise is straightforward real campaign data, not generic prompts, powering decisions across workflows.
The connectors are designed to streamline multiple layers of campaign management. Advertisers can generate detailed performance reports, create and edit campaigns using natural language, manage product catalogues, and diagnose signal quality, all without leaving their preferred AI environment.
Meta is also leaning into ease of adoption. For MCP, the company says setup requires no coding, developer credentials or API integrations, positioning the tools as accessible for businesses of varying sizes and technical maturity.
The launch complements Meta’s existing AI business assistant within Ads Manager, which focuses on recommendations and troubleshooting inside the platform. The connectors, by contrast, extend that intelligence outward into third-party AI tools that marketers increasingly rely on for cross-channel planning and automation.
The underlying strategy is clear: instead of forcing advertisers deeper into its ecosystem, Meta is meeting them where they already work while still keeping its data and ad infrastructure at the core of decision-making.
As AI continues to reshape how campaigns are conceived and executed, Meta’s latest move signals a future where managing ads may feel less like operating software and more like having a conversation.
